I found a great example of integrative online marketing which was executed by Sears Retailer for the back to school season. According to DMNews, Sears launched an online campaign targeted at tweens (age 8 to up to 16) called crush your style. A microsite was launched in July called crushyourstyle.com, where tweens could create fashion styles and enter to win prizes. The article on this microsite can be viewed at:
http://www.dmnews.com/sears-launches-integrated-marketing-campaign-for-tweens/article/176304/
The best tween fashion stylist had a chance to win 50000 dollars and a family trip, in addition to other prices. The goal of this online campaign was to draw moms and tweens to the sears.com website or to stores to do their back to school shopping with the retailer. The crush your style theme was not only dominant on the microsite but was also implemented at the store level with instore posters and banners, also featured on Sears weekly paper ADs. I wonder how it will affect their 3rd quarter reporting. I do not think by a great amount as in them meeting their bottom line, but I think they may recover some of the money lost from the previous year.
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